KTech, a college targeted to students who might not fit into the traditional university system, was dated and in need of a rebrand. Enrollment was lowering and the school struggled to connect with their audience—despite exemplary student experiences. Potential students for the school may not feel like they fit into education’s archetype of a university student, leaving them hungry for an alternative place to belong. The brand needed to shift focus from academic excellence to be as welcoming, non-judgemental and nurturing as the school's excellent faculty. Based on this understanding of the audience, the resulting system brought together colors, shapes and people that may not seem like they belong together, but are harmonious as a collective.